Publish your content on The Drum

Consumers between 18-35 are more likely to spend more this holiday season

When making purchasing decisions, shoppers globally are driven by certain brand values

Consumers globally between the ages of 18-35 are more likely to increase their budgets this holiday season compared to other age groups.

Globally, 52% of consumers ranked speed of delivery as influencing their purchase decisions, followed by 38% of respondents valuing free and discounted shipping, according to Outbrain’s Consumer Insights for the 2021 Holiday Shopping Season survey.

“These findings are ultimately a growth playbook for retailers and other direct-to-consumer (D2C) brands as we head into the busiest time of the year,” explained Ayal Steiner, vice-president for global ad revenue at Outbrain.

“The results help us and our partners hone in on high-value customer segments, understand the ad experiences that have the best impact such as video and carousel, and refine messaging to target consumer needs such as speed of delivery.”

What did the study find?

  • When making purchasing decisions, shoppers globally are driven by certain brand values, with 54% valuing brand accessibility and availability, followed by sustainability (47%) and brands that support local businesses (43%).

  • Globally, 61% of consumers identified watching a video about a product as important to their decision-making process.

  • Besides video, 45% of consumers globally identified swipeable ads as the most engaging type of ad when browsing online.

  • In the last year, 71% of consumers globally also purchased a product outside of their home market.

  • Furthermore, 57% of global consumers only start planning their Black Friday purchases a few days or up to two weeks ahead.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy